On most platforms you have about three seconds to convince someone not to scroll past. That isn’t a reason to shout. It’s a reason to get to the point.

Open on the most interesting frame

Don’t start with your logo, a slow pan or someone saying hello. Start with the finished dish, the surprising result or the question your audience is already asking. Context can come second.

Design for sound off

Plenty of people watch without sound, at least at first. Add captions that are big enough to read on a phone, and make sure the video still makes sense if nobody hears a word.

One idea per video

If you need to explain three things, make three videos. Short, focused clips are easier to make, easier to watch and give you more to post.

Shoot vertically, frame tightly

Fill the frame with what matters. Wide shots that look great on a laptop turn into tiny, unreadable scenes on a phone.

Measure what counts

Views are nice. Watch time, saves, shares and clicks tell you whether the video actually worked. Check them after a week and make the next one better.